Nonhlanhla Hlatshwayo, senior brand manager for Krush, says that goodness has always been at the core of everything that Krush stands for – from its brand promise to what is put in the product – and this evolved into something bigger to spread further goodness throughout communities in South Africa with this campaign.

"The effect of goodness – emotional and functional – no matter how big or small, can do wonders for people’s physical and mental well-being, even encouraging others to feel as good as they do," says Hlatshwayo.

Hlatshwayo adds, "Krush is intrinsically good for you because it is a 100% pure fruit juice, packed with healthy fruits such as mangos, apples, and oranges (and no other additives), and is enriched with vitamins A,C, and E, adding further goodness. It thus makes sense to associate the brand with positivity and goodness, which is so needed in our society that experiences so much negativity daily."

"Through our '#KrushGoodness' campaign, we are setting out to show that adding a little bit of goodness every day has the power to change the world for the better. If we start our day with one good deed, it has the power to transform someone’s day, leading to them adding a bit of goodness to someone else’s day – and so the goodness spreads," says Hlatshwayo.

"Children represent the future, and they represent innocence and goodness. If we add a little dose of goodness to make it easier for them to get to school so they can concentrate on learning, it adds goodness to their lives and, as a result, to the community at large. Krush is more than just a great tasting fruit juice; it’s a great fruit juice that cares about its community and stands for something bigger," Hlatshwayo adds.

The brand, together with the South African Department of Education, conducted research to identify 12 schools across Gauteng, Limpopo, Mpumalanga, KwaZulu Natal, and the Western Cape with children who are in need of school shoes.

Over the next few weeks, the 10 000 pairs of school shoes will be distributed to 12 schools that the brand has identified throughout the five provinces. The shoe partner for the campaign is Smart Steps by Novita Shoes. 

Individuals who will be joining Krush on this journey are:

  • Bonnie Mbuli 
  • Brent Lindeque, Good Things Guy
  • Lalla Hirayama
  • Pearl Modiadie
  • ProVerb
  • Rami Chuene, and
  • Thembisa Mdoda.

"It’s incredible just how fast goodness can spread, even when it begins with one small action from just one person. The fact that we have some of South Africa’s most loved personalities supporting this campaign means that we can spread a whole more goodness a lot further, together," Hlatshwayo concludes.

For more information, visit www.clover.co.za. You can also follow Clover Crush on Facebook. Join the conversation by using the #KrushGoodness hashtag.